Sony seems to have learned a thing or two in its E3 presentations. It's "show, not tell approach" is falling in line with what Sony PlayStation chief Andrew House as an approach to instant gratification.

He said that Microsoft's announcement Scorpio was a "surprise," but Sony's plan is to keep with what has been working for them. "The dynamics of the tech industry are such that there’s a much heavier emphasis on immediate gratification than there was," House told The Guardian. "A lot of that is to do with how Apple has very cleverly and elegantly managed the ‘available now’ approach. So yes, that was a slight surprise to me."

He said that Sony had its own run-in with expectations when it announced the PS4 in 2013. "Very much in line with our previous strategies, we announced a concept and a name for PlayStation 4, and everyone said ‘where’s the box? How dare you?!’ That was the point we realized, well, we hadn’t changed but the world around us had.”

This also falls in line with House's previous comments about the Neo, and not wanting to show it until people can experience it at the same time. “Some of our thinking was informed by changes that have happened in the broader tech landscape and the cadence of innovation to which the consumer is now attuned, particularly by smartphones,” he said, explaining that Sony doesn't want its users to keep abandoning its product every few years. “We’ve traditionally seen that some of the core audience tends to gravitate back to high-end PCs at some point because these are the people who want the finest graphical performance. So here’s a great opportunity to have them stay within our ecosystem. If you are a person who’s just purchased a 4K television, maybe there’s not that much content around right now, so there’s something interesting about games being able to fill that gap and offer that experience. Those are the fundamentals of Neo.”

As for Sony's E3 presentation, House said the changing philosophy played into it. “We knew that this year we had an exceptionally good line up of games to talk about so why not get everything else out of the way and just talk about them?" he said. “So we made it very video heavy. We now think of these events as shows. It’s about trying to strike the right balance between delivering information and entertaining people who are tuning in to watch from home. There were meaty announcements but also it was hopefully entertaining.”